Absolut Vodka Maketing Controls - Essay Example

MARKETING CONTROL For a successful sale the following have to be taken into consideration: - Product - its composition and selection - Targeting - selection of target market- Offer - what the customer is asked to accept- Media - the format of ads, mailings- Creative - the role of words and illustrations- Timing - the best time to communicateFor advertising and promotion create awareness, manipulate attitudes, encourage brand preference and loyalty, induce a trial and instigate purchase. Consumer feedback is a great tool to check the product's (Absolut Vodka) performance and validity by reading customer letters and listening to feedback, monitoring and analyzing www records - which pages people visit most, in which order, etc.

, taking note of the offers people respond to - they're likely to be attracted by the same thing later on, taking note of what disgruntled people have to say: what makes them suspicious, when is the risk too great And examining returned questionnaires (designed to detect customer/prospect buying preferences, interests etc.).Absolut Vodka was introduced in 1879 in Sweden, since then by developing and expanding it was able to keep it Absolut brand intact. Its presence is felt in USA, Canada, Italy, Sweden, Spain Australia and Britain.

Absolut introduced itself into fashion world by sponsoring fashion shows and ad campaigns like Absolut Fashion, Absolut Gaultier 2002, Absolut Ruiz de la Prada, Absolut Gucci and Absolut Stella 2002. Customers like community activity, partly because comments from other users are more relevant and credible to them than comments from you. They expect you to speak highly of your own products and services, but it will really impress them if others also do.Communities also serve the valuable function of bringing users back to the site over and over, making it possible to alert them to new promotions and offers.

With rapid developments in the technology available to people, customers will become accustomed to the idea of: production and marketing systems that can tailor products, communications and services to meet their expectations, increased choices for delivery and payment and contacting the marketer easily and under their own initiative. Absolut Vodka sells its premium vodka to 126 countries through out the world. It was able to win the confidence of the customers by maintain the Absolut brand intact.

Due to globalization the competition among different became tougher by the day. To stay among the competitors Absolut Vodka introduced premium and super premium products into the market. The premium vodka was affordable to all sections and classes whereas the super premium costs more and was considered as a luxury spirit for those who can afford. Consistently maintaining high quality vodka helped Absolut to stay among the top in the market. Absolut firmly believes in being "One" that's why they produce in Ahus in southern Sweden.

All ingredients for their product come from Sweden. Their marketing strategies involves "ABSOLUT" which eventually became the brand for Absolut Perfection, Absolut Centerfold for Playboy magazine, Absolut Art used as advertisement on Absolut Vodka bottle. ReferenceSterne, Jim. (1995), WWW Marketing: Integrating the Internet into Your Marketing Strategy. New York: J. Wiley.